Dixon Jones became the Marketing Director of the world’s largest link analysis engine, Majestic, in 2009, transforming the SE industry by providing link intelligence on a scale not previously open to the industry.

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2. How To Evaluate The Whole Web
(Without being Google)

3. @tryMajestic
Today’s Agenda
• Why our brains need trusted groups to help
make good decisions
• Why Computers need trusted groups to be
effective search engines
• How Search Engines can analyze people and
pages and categorize anything and everything
on the web

4. @tryMajestic
The BIG specialist search engine
Twitter has 500,000,000
Tweets per day on average
In the same day, Majestic
crawls over 3,000,000,000 NEW
URLs (and sees 7 billion)

5. @tryMajestic
How We Make Decisions
Suggested Reading: “The Chimp Paradox”, Peters.
& “Hooked”, Nir.

6. @tryMajestic
Why Trust Search Engines?
A Friend’s Motivation
•To not let their friend down by
giving an untrustworthy
recommendation
•To “Look good” in their friend’s
eyes
•To be Altruistic in their
suggestions.
The Engine’s Motivation
•Site Owners want to sell you
something
•Search Engines want you to click
on an advert OR
•Search Engines want you to see
results that will make you come
back next time.

7. @tryMajestic
So why do we use a search engine?
Logic / Reason
Impulse / Emotion
• Instant Gratification
• We won’t be embarrassed
• Our logical brain thinks slowly

8. @tryMajestic
So why do we Trust a Search Engine?
Logic / Reason
Impulse / Emotion
• It is Often Right & Still Quicker
• We Developed a Habit
• Engines (L)earnt our Trust

9. @tryMajestic
How do they do that?
• Information Retrieval
in the “Zeta” age
1.Data Collection
2.Data Grouping
3.Data Indexing
4.Data Matching

10. @tryMajestic
Groups Make Search Much Better
• Find a Fact
• Find a Friend
• Find a Customer
• Finding Anything
Library of Congress circa 1940
Research At: info.majestic.com/groupresearch

11. @tryMajestic
Why Categorize the Web?
• Categorizing into topics prevents spam:
• http://maj.to/1yZOdW5 (TrustRank Paper)
http://maj.to/1Bb1lHu (Stanford Paper)

12. @tryMajestic
Categorisation by data type
• Country IP/TLD
• Image Search
• Video Search
• Local Listings
• Maps
• Travel

13. @tryMajestic
Approaches to defining topics

14. @tryMajestic
Approaches to defining topics

15. @tryMajestic
How we categorize the web
• Content connects in
Groups
• Keywords gravitate
into Groups

16. @tryMajestic
We see AND ANALYZE links
Topical Trust
Flow using
decay
Algorithm
???

17. @tryMajestic
Works best with Universal Data set
• Every signal is small
• Individually prone to
error or opinion
• At scale the error
decreases
• Confidence increases
http://info.majestic.com/universal

18. @tryMajestic
Convert a score to an easy number
Example: Bing.com

19. @tryMajestic
Topical Trust Flow is Very Powerful
• More granular than (say) PageRank
• Updates continually
• Provides measurable context and influence at scale
• Page level AND site level tracking
• 800 topics
• Can compare all types of online data (People, Pages,
Sites, Images, Plugins)

20. @tryMajestic
Use Cases
• Already used in Search
• Finding Influencers
• Credit checking
• Comparing different media channels
• Link building
• Company evaluations

21. @tryMajestic
Use Case: Search Engines

22. @tryMajestic
Who is more popular on Twitter?
Use case: Finding influencers
Lady Gaga? Barack Obama?
Trust Flow
74
Trust Flow
70

23. @tryMajestic
Jon M. Kleinberg, Cornell
University 1999
Hub
Hub
Hub
Authority
Authority
Authority
Authority
Authority
Authority
Authority AuthorityAuthority
In Penguin, Google Muted the
Hubs!
Knowledge
Graph

24. @tryMajestic
The Fork in the Road for SEOs
Authority Linking:
Start measuring the
power of every page
Vs
Chase the entity, over
the link

25. @tryMajestic
At Last Some new(er) research

26. @tryMajestic
Now we see Google define Authority

27. @tryMajestic
Wikidata is the new Freebase
• Wikipedia Articles create entities
• Entities point to other entities
• Entities point to each other to create
Relationships

28. @tryMajestic
Some Takeaways
• Ideas connect in groups. Gaining Trust within that group is
the key to success.
• Topics help Google to connect entities (Majestic interprets
those connections)
• Your Web Page / Site MAY be an Entity, but is probably
part of larger collections of objects about Topics
• The more entities cite you as a topic authority, the more
relevant you are for that topic
• If it isn’t connected to defined entities, it isn’t connected

29. @tryMajestic
Trust stems from Authority defined at
the Entity Level!
Links generate Trust and are about Relationships.
Action Point if you want to do “SEO”
Get the most famous person in the topic to cite you
– Or or otherwise make a noise
– Or become connected to the authority
– Or best be the authority. Be famous for something!

30. @tryMajestic
Be famous for something!